Colgate, Dettol, Harpic and Mr Sheen are among the 17 new brand products aded to wholesale group Bestway and Batleys' £1 consumer range.

The new additions join over 1,000 other non-food items at the £1 price point as part of the ‘Crunch Buster’ promotion.

“The early results have been astonishing,” said Bestway buying director Kaiser Yousaf. “The Colgate 100ml toothpaste, already a best seller, has seen a uplift of sales over 500% in one week alone. The criteria is simple, we are providing the independents with great value household names and delivering highly attractive retail margins which allow them to sell to the customer at £1.”

“We know at the moment that we need to help our customers to help their customers to get through these difficult times and with the partnership that we have with most of our suppliers, Bestway is in a great position to get great cost-saving results for everyone involved.”

The Crunch Buster promotion is now running in all 52 Bestway and Batleys depots around the country until the end of August.